How well do AACSB, AMBA and EQUIS manage their brands?
Miles, MP and Grimmer, M and McClure Franklin, G, How well do AACSB, AMBA and EQUIS manage their brands?, Marketing Intelligence & Planning, 34, (1) pp. 99-116. ISSN 0263-4503 (2016) [Refereed Article]
Purpose – The purpose of this paper is to focus on the question of how well business school accreditation
bodies manage their own brands. It does so by extending research on business school branding by Pitt
et al. (2006) to explore how well business school accreditation organizations such as AACSB International –
The Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs, and the
European Foundation for Management Development Quality Improvement System manage their brands.
Design/methodology/approach – An on-line survey of business school deans was conducted
during October and November of 2013. SurveyMonkey was used to administer the survey to 1,131
valid e-mail addresses found for the deans of member schools.
Findings – Business school deans face complex decisions in terms of marketing. The selection of which
accreditation "co-brand" to seek is both strategically relevant to the market position of the business
school and has numerous financial and often career implications. The findings in this research suggest
that AACSB is perceived by a broad global sample of business school deans to be generally the strongest
brand, and therefore likely the best choice if a school is seeking only one accreditation.
Originality/value – This study contributes to the understanding of business school marketing,
strategic planning, and branding in a highly competitive global market.